Category Archives: Digital Marketing

Ecommerce SEO tips

3 SEO Tricks E-Commerce Sites Often Overlook

The world of e-commerce is highly competitive. Thousands of niche product sites vie for the clicks of shoppers across the world. In a space where so many competitors jostle for elbowroom at the same table, every edge your site can garner will go a long way.

Most site managers do their fair share of due diligence when it comes to site SEO (search engine optimization). They ensure that a base level of SEO tactics is applied to their e-commerce page. Yet with so much at stake, there are simple things site owners and managers can do to give their site the extra boost it needs to land at the top of the SERPs.

Optimizing e-commerce sites for SEO is different from blogs or company websites. The hundreds or thousands of product pages can create mayhem for SEO game plans. For e-commerce sites, the base level of search optimization doesn’t guarantee traffic. Below are a few strategies many sites often overlook that can give your web store an extra edge.

Ensure Proper Keyword Placement

Keyword Placement

The placement of your keywords always trumps the frequency. If you stuff too many keywords into your page, you risk being penalized by search engine algorithms. Turn your focus toward ensuring your keywords are in the right location instead.

Google places priority on the beginning of title tags, so this is where you’ll want your targeted keywords. Be sure to include the keyword in the meta description, as well. This will ensure that Google doesn’t choose random content from your page and use it as your description. It’s true that the meta description itself doesn’t affect your ranking, but it’s insanely important when it comes to click-through rates, so don’t neglect it.

URLs, headers, and subheaders rank second behind your page’s metadata. Be sure to include your keywords in these locations as it makes sense to do so. Also, place your keywords throughout the body of the content in a way that reads naturally.

Give Images Context with Alt Text

Many e-commerce sites miss the chance to capitalize on solid image alternative text, or alt text. Alt text is simply descriptive text applied to the images on your site. This text lets the Google web crawlers read your image and give context in relation to the content surrounding it.

Properly written alt text can give your site a leg up on the competition by taking advantage of the popularity of Google’s image search.

This is especially important for e-commerce sites considering the large number of photos included in a typical web store. It’s important that you take the time to add quality alt text to each of your product images. While this is a large undertaking, you’ll definitely see the benefit when you edge out your competition in the SERPs.

Keep in mind, your efforts may be in vain if you don’t include quality alt text. Solid alt text gives a detailed description of the image. Avoid simply stating what the item is; instead, include brand names, item numbers, and other specific descriptions. Most web page crawlers only read about 125 characters of alt text, so keep it short. Take advantage of the alt text by including your keywords but avoid stuffing. You simply want to concentrate on providing context to the picture and incorporate your keyword if logical.

Avoid Duplicate Content

Quality Content

You may have heard that content is king when it comes to building out solid SEO. This is definitely true, but the saying only tackles part of the issue. Original content is truly king. You can have all the content in the world on your site, but if duplicates exist elsewhere on the web, your ranking will suffer drastically.

While you won’t be penalized directly for duplicate content on your page, you will create issues for the search engines when they attempt to index your URL. Duplicate content makes it difficult for the search engine crawlers to determine which URL is most relevant for given keywords.

This can be pretty common for e-commerce sites with vendor-provided product descriptions. Vendor-distributed product descriptions are often copied and pasted onto individual e-commerce stores, creating a vast amount of duplicate content across the web. You should aim to create as many unique product descriptions as possible. This is a big undertaking when you consider many e-commerce sites have hundreds, if not thousands, of products. You may have far too many products to write unique descriptions for each one, and that’s OK. The idea is to avoid page after page without any unique content. Aim to rewrite the majority of your descriptions, and you’ll be off to a good start.

It’s true that e-commerce SEO presents a different set of challenges compared with traditional sites or blogs. The massive amount of moving parts and content can make optimizing your web store extremely difficult. It may be tempting to lay out a basic SEO strategy and consider it good enough, but by taking a few extra steps, you can leverage tactics that many site managers often overlook. If you put in the effort, you’ll see your hard work result in increased traffic.

Click Here to Get a Free SEO Analysis

rich content

How to Build Relationships Through Great Content

“Marketing is a contest for people’s attention,” says Seth Godin, best-selling author, marketing expert and entrepreneur. Currently there is an attention crisis with brands and companies struggling for attention. Why not when there are so many brands to choose from? Gone are the days when the only thing a company had to do to be successful is to create a useful product and make people know about it through advertising. If you want to be a success today, then you have to market accordingly.

One of the best ways of marketing a product or a service is through content marketing. Industry leader Content Marketing Institute defines content marketing as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — and, ultimately, to drive profitable customer action.” Content marketing came to be as a result of consumers shunning away traditional marketing methods like television, print ads and even online ads. Content marketing has many platforms: social media, blogging, infographics, slideshows and videos, all geared toward customer engagement and eventually, profit for the company.

Content is King

content is king

Content can be anything from a very important piece of scientific writing to a video of three dogs chasing their own tails. Microsoft founder Bill Gates, in an article with the title Content is King, states that the Internet is a marketplace of content – ideas, experiences and products.

But this kind of marketing is not churning out articles or video clips just for the heck of it. Businesses need to do marketing with fresh and relevant content to stay on top. As Gates writes in his essay. “If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”

What is great content?

what is great content

A post on the Google Webmaster Central blog explains how Google determines the quality of content. Essentially, the content has to:

  • Have information that can be trusted.
  • Have substance, preferably written by someone who is an enthusiast or an expert in the topic.
  • Draw genuine interest, not written merely to drive search engine ranking.
  • Be original, fresh and found on research.
  • Be more insightful and interesting than what is obvious.

Content is written not only for search engine optimization, but more importantly for customer engagement. To produce great content and engage your audience, you must:

  • Have knowledge, insight and perspective that set your content apart.
  • Have someone in your business to produce compelling and valuable content.
  • Have the resources to regularly create content for existing and potential customers.

Unless you have these, content marketing will not work for you. Bad content is just a waste of time and energy.

Content Generation and Relationship Building

content marketing

If you want a successful business, – then you have to build a relationship with your customers. You can do this by engaging your customers – both existing and potential – through generation of great content. Here are some tips in producing fresh and engaging content:

  1. Create content centered on the customer. Know your audience and create stories that focus on them. More than writing about your product specifications or the advantages of hiring the services you offer, you should make your audience the star – so make something that appeals to the customer in an intellectual and emotional level.
  1. Know which style works best. Will you build a relationship with your customers through articles or forum discussions? Are you going to make videos to reach out to them? Personalize your content delivery to draw customers in and make sure to continue the connection through constant engagement.
  1. Be accessible. Make it easy for your customers and your target audience to be connected and to stay connected to your brand. You can do this by phone, by chat or by email. Make sure that your website is easy to navigate by positioning buttons and links accordingly.
  1. Be personal. Nothing would encourage engagement better than personal stories. Be yourself and communicate this in your content. Most products and services offered nowadays are of the same high quality, so differentiate your brand and inspire customer connection, engagement and loyalty.
  1. Put quality over quantity. Do not feel pressured to put out great amounts of content at a single time. Remember that quality is always better than quantity, especially if you are after building a relationship that lasts.
  1. Be committed. Building a brand and engaging customers is a long and hard process, much like building a relationship with a real person. If you cannot commit to generating great content, then do not expect to build lasting relationships with your customer base.
  1. Nurture connections. Your content should not just bridge the gap between you and your customers. It should also allow your audience to connect with other people. Therefore your content should evoke emotions that will spur your customers to share it and spread the word about your brand and what you offer.
  1. Offer help. People turn to the Internet for almost every need. If they know that you can help them solve problems, then you will become a trusted and reliable go-to resource for help. People inherently like to be consistent and loyal to what they believe to be trustworthy and consistent, so make sure that your content is truthful and honest.
  1. Share your expertise. The days when you have to withhold your secret formula for success is gone. Nowadays, information is a commodity that people can easily get with a single mouse click or finger tap. If you want to be successful in building a relationship with your customers, then you have to share what you know through free courses, webinars and e-books, among others.
  1. Be compelling. Write detailed and informative articles with catchy titles. Create emotionally-charged videos that people like to share and discuss. Be consistent with your delivery and before you know it, you will have a strong following.

Encourage engagement and create meaningful conversations through content marketing. Through these meaningful conversations you will be able to build strong, solid and lasting relationship with your customers, which will, in turn, drive profit and success for your brand.

Looking for help with your companies content or brand image online? Contact us today.

seo benefits

Why SEO is the Best Online Marketing Strategy – Advantages of Organic Traffic

Ever since the inception of the internet, everything has gone digital. From connecting with your friends and family to something as simple as ordering a pizza, the internet has had an effect on every aspect of our day to day life. Keeping that in mind, many businesses have decided to go online as well, and just like any business, they need to market their products and websites in order to gain the traction they need.

seo strategy

Digital Marketing Saves Cost:

Seeing the sheer number of people that use the internet today, one can imagine the amount of customers that can be attracted towards a business. The internet, along with the countless advantages it has brought, allows you to market your brand with minimal cost if you know what you’re doing.

Why Use Online Marketing?

Advertising your business through the web has many advantages over conventional forms of marketing. Some of these are as follows:

  • You can target a larger audience, even in parts of the world inaccessible or impractical with conventional billboards and flyers.
  • It is highly cost-effective.
  • You will be able to gain profits more often, rather than having a website that costs you hundreds or thousands of dollars only to see it void of any customer activity.
  • At the current rate the internet is growing, you can ensure your business will only further expand, provided you play your cards right.

Search Engine Optimization:

While there are many ways to market your business online, often times, the most affordable one is a process known as Search Engine Optimization, or SEO. What that essentially translates to is a process by which you can make your website appear more often in search engine results.

advantages of seo

One major reason why SEO is the best method for online marketing is that most of the people looking for something on the internet start by searching for it through a search engine. This search engine, be it Google, Bing, or Yahoo!, categorizes its results on the basis of which said website or page has more SEO value compared to others. That means that your website could potentially be the top result for a web search, hence driving more and more traffic to your page.

There are many techniques used to increase your SEO ranking, but the most commonly used are:

  • Adding certain keywords to your text and website. This increases the chance to have your webpage pop up in a search more often, if it matches the word that is searched for. This can be a very time consuming process that includes keyword research and competition analysis.
  • Back linking is a way to connect your page to other pages through links in the articles or in references. This also drives more traffic to your page.

Why SEO is the Best Marketing Strategy: seo plan

  • It is low-cost compared to other popular methods like Google Adwords.
  • It’s a technique that leads to ever-increasing traffic. It may not be instant, but it is definitely quick enough to start providing results.
  • People trust Google and its rankings. If your webpage is optimized correctly, Google will show it more often and people will click on your link because a credible search engine is telling them to open it.
  • Through SEO, you can be sure that the people coming to your website are coming solely for your product. Google has told them that the product they searched for is on your website, and that will give you a higher return on investment rate than any other service.
  • It has been found that 60% of the users using search engines click on the first result that pops up. That result could be your website.

Summary

So there you have it. Investing your money in a good SEO practice will take your business to the next level, where you can be sure of results that always increase and are permanent. Ditch the more expensive advertising techniques, and optimize for the better. To get a Free SEO Analysis, contact us today! Click here for more information.

How to Create a Great Digital Marketing Campaign

Set Goals and Objectives

set goals and objectives

As in any other form of media, working with a clear and specific methodology is essential especially, when planning a campaign at the digital level. The first step is to set goals and conduct research aimed at understanding the competition, industry and consumer trends. While conducting this research, you should define your objectives and collect information about the client/brand, target audience and the related market.

To follow through with any campaign, you need to answer two questions:

1) What is the goal?

and

2) What is the desired action? Do you want to increase sales, launch a new product, need feedback from your customers or want to generate some rewards for their loyalty?

Team Work

team work

You must develop a global benchmark category and identify opportunities in new digital media formats, and new social trends, relating to new consumer channels. For this first step, it is essential to have a multi-talented team to investigate these opportunities from the perspective of your consumer and two-way communication.

A Strategy

marketing Strategy

The next step is to propose a strategy and plan where you want to go with your digital marketing campaign.After analyzing the information obtained in the research process, you are in a deductive process. It must define the path to the solution, developing an action plan that defines the elements of digital communication. This strategy should contain elements of Seo, Advertising, PPC, and Social Media aiming at a comprehensive online strategy.

From planning to development, it’s important to define the creative concept. It is crucial that creativity reflects alignment of the various elements.

The Campaign

marketing campaign

Once the strategy and creativity is defined, you are in the production process of campaign development, which is the process of producing various pieces that make up the creative strategy. To achieve a good final product, it is essential to have an integrated team capable of graphic design, multimedia and programming to manage the relationship with the client. Importantly, unlike an offline campaign, the production process in the online world has stages of animation and programming while providing an innovative experience to the consumers.

After launching the campaign, it is crucial to track analytics. At this point, the digital domain that has been setup will allow monitoring in real time which will allow you to instantly correct any deviation or weak point. Tracking tools like Google Analytics collect and analyze results so that you can constantly improve your campaign.

Visibility

online visibility

Visibility is critical in any campaign. A lesson you must learn is that no matter how good your products/services are, if a good analysis and advertising campaign is not made, you will potentially lose a massive quantity of buyers and/or visitors and your sales will never achieve the targets you set. Visibility can come from many sources such as advertising, natural search, social media, content marketing, e-mail marketing and many more venues. Having an idea of what services to use to present your product is crucial for the campaign.

Measuring Results

measuring results

When measuring the success or failure of a digital campaign, it is essential to understand what you are measuring. Many feel that having a million hits is a success. It is a success, if the goal is purely branding and distribution, for example, launching a new product.

However, it is important to measure the investment versus the results, the final ROI. If you have a campaign that aims to promote direct sales via online medium, you should measure the sales generated, not the number of unique hits that are obtained. An online campaign must raise measurable objectives.

What are the main elements that influence the effectiveness of an online campaign?Multiple factors influence the effectiveness of a digital campaign. Among them, the most important are:

  • The quality of the creative banner design
  • The number of times the campaign is seen
  • The context of site where the banner is located

Several studies indicate that firm’s brand recognition grows when it’s shown more than 10 times to the same person. This is important especially for new brands in the market. It is also important that campaigns have the company logo on the banner being displayed.

The last recommendation is to quantify the success of your campaign. Presently, there are many methods that allow us to measure results, and the most common is to use tracking codes like Google Analytics or Histats. No matter how great your campaign is, it is always a good practice to measure the traffic, the achievement of objectives such as sales, number of visits, conversion rate, most successful keywords, sites linking to yours, etc. One of the tools that we recommend using is Google Analytics, because it is the most famous and complete tool. In addition, Google Analytics is useful for all types of projects from marketing campaigns, mobile apps, Webapps, to monitoring games and other things.

For more information and assistance, feel free to fill our free marketing analysis form and have our experts put together your winning strategy.